Adobe’s good e-commerce recipes with Dimitri François, head of Adobe’s RT-CDP offering

Customer experience has never been more important, both in the physical commerce world and in online commerce. But as many players have recently switched to e-commerce, competition has necessarily intensified. A number during the two years marked by Covid-19: e-commerce gained 30% growth according to Fevad, the federation of e-commerce and distance selling. Which corresponds, according to the federation, to “three or four years ahead of the usual growth”. But not everyone benefits from it. Médiamétrie estimates that the top 20 e-commerce platforms in France cover a total of “almost three-quarters of French people”. Still, over 40,000 e-commerce sites have popped up in the last two years.

So how do you stand out? How to ensure that your website becomes a reference and above all a source of sales transformation? Our guest today is Dimitri François, head of Adobe’s RT-CDP offering. Let’s ask him about the best ways to optimize an e-commerce site.

ZDNet: For starters, what is RT-CDP?

Dimitri Francois: Adobe’s RT-CDP offering is a CDP that works on real time. If we launch this offer, ultimately, it is because we see that there has been an evolution of the market in recent years. On the one hand, the end of third-party cookies, hence the obligation of brands to have a policy that is first party data. But also an evolution of consumers, who also want brands to strengthen the relationship of trust that can be established between them. We see that it’s important to ensure that the brands of tomorrow better respect the use of this data and provide the best experience for users.

Adobe’s RT-CDP will allow you to respond to these challenges and offer a solution that is versatile and that allows you to send the best message to the customer according to the interaction he will have with the website. For this, we centralize all the data, all the points of contact that the user will have on the website, we gather, collect and activate it in real time, this is for all the organization’s departments of the brand.

ZDNet:One of the first big projects to be implemented is customer knowledge to customize websites. At Adobe, you implement customization techniques on your own software sales site. Can you explain to us how it works?

Dimitri Francois: In fact, Adobe.com is a site that will offer solutions for sale such as Photoshop, InDesign or the entire PDF part from end customers to families, photo agencies or media agencies. The idea is to ensure that, when visiting one of these sites, consumers can easily access the offer that best suits their profile, in order to maximize their commitment from a commercial point of view, but also their consequent involvement with the product. Depending on the user’s profile, we can also offer customer journeys on the website, but also skills that will be different, for example in a product like Photoshop. It’s very important to us. We are also the first users of our solutions, and RT-CDP is used on our Adobe.com website, where more than 970 million profiles visit our sites annually, and to which we offer precisely this personalized, real-time experience.

ZDNet:Another technique you recommend is the fight against “call defection”. Can you tell us about it?

Dimitri Francois: Yup. This is one of the uses many of our customers make of Adobe RT-CDP. Today, we realized that all the marketing solutions that were on the market sometimes had a very long latency time between when I, as a consumer, go to my mobile carrier’s website to ask to change or to cancel, potentially , and it had nothing to do with the interaction I might have with the call center, because it was often sent information that was sent in batches within 24, 48, or 72 hours. Whereas, thanks to Adobe’s RT-CDP, the information that I’m on my carrier’s “Unsubscribe” page can be sent directly to the call center, and if there are any opt-ins needed, potentially, my carrier can call proactively, or if I call him, he can prioritize my call, reset me to a team of experts who will specifically address my needs, or offer me a business offer to ensure I rest. We know to what extent the acquisition of new customers is a crucial issue for brands, so the idea is to be able to precisely limit this impact and also maximize the ROI that we will have with a call center and that we can do it with Adobe’s CDP in time. real.

ZDNet: Finally, at the crossroads of the physical and digital worlds, we find the phygital world, leveraging the analysis of data from these two sectors.

Dimitri Francois: Today we will be able to customize the consumer’s experience, when he goes to the cashier in a sports store, for example: he buys a tent, this information will be available on the receipt and will be sent to the Adobe platform, and the consumer when he goes back to the retailer and log in, we will finally be able to give you recommendations: such as a sleeping bag, hiking boots or complementary products that are often purchased with this attempt there. So, this experience, we will be able to do with Real-Time CDP, and that allows us to have a One to One relationship. We’re more of a marketing discussion with an audience, but really a personalized experience with the consumer, and ensuring that they can get the best service and the best time and engage better with my brand.

Customer experience customization, responsiveness between e-commerce and call center, data analysis; e-commerce sales optimization techniques are ultimately quite numerous and worth testing.

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